Very cute store with a wide variety of items. Learning materials as well. Would visit again.

Totally stumbled on to this place. Really well curated collection of toys and teacher supplies. The selection and service was fantastic. Super friendly. Great for kids and curious adults. Really good puzzle supply! read more

Love this place! They have a great selection of items and places for kids to play. My daughter and I usually have a hard time leaving because she's having fun playing and I have a hard time choosing. The staff is always really pleasant and helpful. read more

Employee working on Sunday may 23 around 11 am super rude did not greet us just stared at us we had trouble finding some toys did not bother help just continued talking with other person working...felt very uncomfortable will not be going back...hope it had nothing to do with the color of my skin read more

Great selection of educational toys and STEM related items.many family board games as well. Staff was friendly as well as super helpful in recommending age appropriate items a teenager would like. They also did free gift wrap at Christmas. Plenty of parking in the small shopping center they are located in. read more

Stopped in for a last minute birthday gift. The woman behind the counter helped me find the perfect toy for my niece. She even wrapped it for me! What a great place. So amazing to have a local toy store again!!! read more

Wonderland is Wonderful! So many great gifts & great customer service, as well! Buy local & support our great businesses!

I bought a gift for a kid here, and I was really entertained by all of the variety of toys in this store! So fun, highly recommend if you're in a pinch to gift a fun toy for kids or adults with a fun sense of humor. It seems like a great resource for teachers too. Thank you for bringing this business to Aptos! Much needed!!! I would recommend this place to people. It's also nice and clean. There's a lot of product to choose from, so because it's a smaller room I get an organized chaos vibe(by that I mean in a good way). I enjoyed the layout of the store and the staff was friendly. read more

This is the spot. Quite a diverse selection of toys and books. It was refreshing to see so many varieties of baby dolls as well as bilingual books. They even gift wrapped the toys I bought. I'll definitely return to this store for gifts in the future. Good business. Kudos to the buyer and the helpful young man who welcomed me on the way in the door. read more

we've gone to look at toys here before several times and have always been greeted. employee was walking around asking if there was anything they could do to help me. very nice and sweet employees. it can be pricy but items are of great quality. items for multiple kids and long lasting can be found here. read more

Friendly and helpful staff. Nice assortment of kids' toys, books other fun stuff! Happy to have them in the community.

Love their new location! They have everything-- educational stuff, toys, scratch art, etc. This location feels less cramped.

Best toy store in Santa Cruz county! Such a great book section. They always have a craft/play area for kids. The staff is always friendly, and they have a bathroom! Toys are priced for every budget and they have a lot of unique finds here. Also fantastic selection of classroom supplies for any other educators out there! read more

Welcoming, helpful, knowledgeable, and friendly staff helped me find some wonderful homeschooling materials today. Huge selection of homeschooling supplies and workbooks. Lovely section of kids books for babies to young adult. I liked the area for inexpensive "sure you can have that" toys as well as high quality unique toys, wooden toys, Lego, and musical instruments. Creative toys as well as classic wooden toys. Love this place and the people running it. read more

Remember when you walked into a toy store when you were a kid...get ready, get set, go to Wonderland Toys. Don't carry anything because you are going to want to play with everything and you will need both hands. Leave your reading glasses in the car because if you find that perfect toy...I found ten...you won't care how much it cost. AND...the quality of everything means you and the kids will enjoy it for many many moons. The staff is another delight...okay so the guys are too tall to be elves but they are magical! Also they are polite and helpful and they wrap! Don't worry if you spot something else you want when you are on the way out. Every second spent in a toy store is an investment in your well being...turn around and get one more piece of magic. read more

WOW! We ended up looking for a book shop for my 8 year old on a Sunday afternoon. Good Luck with that one. We stumbled upon this Gem of a toy shop + it is also an educational supply of sorts. If you are any type of educator of youth, you may enjoy this place. Also back to the toys. They have Legos, old school toys I remember from my own youth, many puzzles, and scientific toys. The whole gamut. Check this place out, Give the small town shop your $$ and Be Well read more

This place is a true wonderland for a teacher and new mom! I spent way too much and saw things for my wish list. Really nice selection of STEAM items and things for all age ranges. Helpful staff and knowledgeable. Thanks for a great shopping experience. read more

Man, I miss Kaleidoscope. They had high quality toys, knowledgeable staff, and great learning resources for kids. Thus, I was excited to see Wonderland toys move into the neighborhood, hoping it would be a good enough replacement that I could avoid shopping at Toys R Us. Bummer. This place makes Toys R Us look organized and pleasant. Packed from floor to ceiling with a chaotic hodge-podge of stuff for kids, one cannot walk through the narrow aisles without accidentally knocking things off the shelves. There is no apparent organization to the toys they sell, and even the sales staff have no idea where anything is in the store, and end up wandering aimlessly trying to find it for you only to discover that it isn't in stock. The counters are so crowded with cheap crap for sale that there isn't space to put down your purchases for the cashier, who takes so long to check you out (some items don't have price tags and no one knows what things cost) that a long line of annoyed parents fidget behind you. They do offer free gift wrapping but I'm sorry I chose it, as the person wrapping the presents went so slowly I had to wait another 20 minutes with nowhere to stand that wasn't in the way of other shoppers. This all was unpleasant but could have been overlooked if they sold unique or high-quality items. But they don't, it appears to be almost all cheap crap. I was looking for a nice present for my cousin's newborn, but I really couldn't find anything fitting this description. Nor is there any pretense of being an educational store - the salesperson confused my son by saying "I bet you don't miss being in school today (Saturday)", then explained that she knew that kids didn't like school because she used to be a teacher. Uh... thanks a lot? Anyway, hope I never have to go back! Toys R Us, here I come! read more

They are literally the best! Hannah and team are amazing, so helpful with great recommendations, great prices and amazing selection. Thank you so much for your awesome store (for preschoolers too!) and great customer service. Y'all have kept a mom and toddler sane during this crazy time. Thank you!!!!!!! read more

I needed to find a last minute gift and found this gem of a toy store. Lots of great stuff here. Mostly educational and imagination type toys but just for fun stuff as well. I would plan on spending some time here because there is alot to take in. A nice employee named Feather jumped in to give me a hand and led me right to the perfect gift. So professional!! I can't say enough kind things about this place! A+ read more

I am training in a particular clinical modality that requires having an array of ethnic dolls and was scouting for locations to refer other local clinicians. I have had wonderful experiences in the past at Wonderland Toys but todays visit left me with a VERY clear indication that my business is neither wanted nor valued. Either an owner or manager stood at the door having a conversation and did not greet me. Neither did clerk. Directly after I entered two white women entered were greeted and both employees went out of their way to assist them. By then I was ready to leave and had picked out a few things and was still willing to spend my money. The kicker was when I was asked to wait while both employees continued to wait and try and up sell to those women while asking me to wait to pay. I left! You can have all the diversity in product in the world but if the real life iteration of that is starkly white suppremist you will not get my money!!!! I intend to find a BLACK owned business to make these purchases and recommend to others!!! Spread the word!!!! read more

I can't say enough about this little gem! While on vacation recently, my kids wanted to check out a toy store, as there are not much selection where we live. We found Wonderland and went in thinking we might browse for a few minutes and leave, but we were pleasantly surprised at their selection and knowledgeable staff and ended up doing some serious shopping! I am an elementary teacher, teaching a new grade this year, and the staff really knew their stuff and had a great variety and selection. My kids did end up with a couple of toys, and I bought things for my new classroom. Even though Santa Cruz is about three hours away from my hometown, we visit regularly and I will definitely shop here again. read more

Where were the stores like this when I was a kid its almost not fair, so many cool things and none of the usual cheap stuff you find in most toy shops. But the best part by far is a friendly and knowledgeable staff. I don't have any kids so when i shop here for my niece and nephew and friends kids they have never let me down with their suggestions. They also have tons of educational items i picked up a science kit for my friends son and him and his dad put it together, they were thrilled. Awesome store i wish there were more places in Santa Cruz like it. read more

Ever since Wonderland opened, It had become a store on my regular rotation. It is an amazing local store for parents, teachers, and anyone who appreciates high-quality toys, games, classroom items, & unique gifts for children. They have an online store too, and are ALWAYS extremely helpful and eager to assist in any way. Customer service here is top-notch, and I always appreciate the warmly professional service I get there. The owners are both long- time Santa Cruz locals, and since it's important to me to support local shops, going there is a win-win. Treat yourself & check it out!! read more

Nice to have a local store to purchase unique and quality toys. Plenty of parking, helpful staff!

The staff is wonderful,kind and so helpful! The toys are of great quality and unique. Hands down the best toy store in Santa Cruz.

This place is awesome, and in the perfect location for a last minute birthday gift or holiday present. It's right on the corner of 41st and Soquel so you don't get stuck in crazy traffic if you're in a hurry. Great selection and pricing, friendly and knowledgeable help, independently owned. Love it! read more

Thank you Theresa and Hannah for having the vision to reestablish a unique store for toys, books, novelty items and teacher resources! There was a void in our community after Kaleidoscope closed. You have filled it and then some! I appreciate your direct customer service and willingness to order items that are needed for classrooms. I love how every time I go in the store, there's more and more to see. I literally could spend hours in the store choosing from one high quality Item or another. I love the brands and labels you carry. As a local teacher, I really appreciate the higher level thinking toys and kits that you are providing to our community. I am also a fan of all the art and wooden toys for young children. And did I mention the book corner?! So adorable. I have yet to attend your story times or craft hours but I appreciate you offering them to our community! I always know when you've received a shipment because the store is packed with new and exciting items. I also appreciate your employees who are both seasoned veterans and youth. I love that you are offering employment to high school students so that they are able to get their first tastes of community service, retail employment, and responsibility. I don't mind waiting a little extra for my FREE gift wrap while a young man does a great job wrapping my gift. If you haven't checked out Wonderland Toys yet or you need a high quality gift, do not hesitate to visit this store! read more

Staff was friendly and greeted us. Mainly for teacher. Couldn't find much for our 9month old.

I stopped by Wonderland a few weeks ago to find a gift for a friend's baby shower. The staff were very friendly and helpful in helping me find the perfect gift. The salesperson really took the time to listen to what I was looking for and helped me pick out several options. And the free gift wrapping was much appreciated. Overall, great shopping experience! read more

Wonderland is such an awesome spot for not only educators but those with children just generally in their lives as well! As an educator I soooo appreciate the resources they have in store. But as an aunt, I love that I can get a unique gift for my nieces and nephews. They always are so helpful and have great suggestions. read more

Finally! The toy store that Santa Cruz was waiting for! This review is long overdue as I am thrilled to have a convenient location to shop for children's toys. As a preschool teacher, I rely on their book section as a resource for quality and anti-bias books. The owners clearly have an understanding of child development and an awareness of what children and families are looking for. As for the rest of the store, I love the quality products and the amount of choices I have. I come here for birthday presents, holiday gifts, classroom supplies and I am never disappointed. The staff is always helpful and friendly, theres a loyalty program, great pricing and always convenient parking. Thanks for supporting teachers and families with unique and quality products! Can't wait to come back. read more

Great place...Like Kaleidoscope, only better!